Do you convert your prospect into a student with a show-and-tell pitch, spoiling a sale?

After exchanging hellos, the startup CEO typically shifts into a show and tell mode.  They say things like: I'll let you know about our new idea or let me show you.  Then the app or slide is revealed.  The prospect leans back and asks a few questions – before smiling and giving comments with suggestions.  Your tactic converts this person into a student zeroed in on learning, not buying.

The prospect explores the solution, curious about features, the future, and competition.  Buying signals are missing as the focus is now on learning.  The CEO drove this shift with the demo and teaching.  The three attempts to recover failed.  Would you like to try this?  I'm too busy.  Can you see using this product?  Not now, but maybe someday.  Which additional capabilities do you see necessary?  Please come back to show me the changes.  Disappointed and packing up, the CEO asks why they agreed to meet.  The prospect's smile is replaced with a frown.  Then they reveal the issues and ramifications of the current situation.

In knowing why someone agreed to meet, the conversation is in the hands of the prospect.  They ensure you understand their critical issues and problems.   Without a tie to relevance and meaning, a show and tell does not sell. 

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